B2B Marketing vs Sales Alignment + Customer-Led Growth in Private Equity (11x CMO Insights)

In this episode of Revenue Engine Masters, Elio Arches (CEO of Scalstack) sits down with Allan Gonsenhauser—Founder & CEO of Demand Revenue, 12x CMO, and advisor/coach to hundreds of marketing leaders—to unpack what really drives modern B2B growth. Allan shares how the best companies align marketing, sales, product, and customer success, why brand equity is future pipeline, how to build customer-led growth, and what changes when you’re operating inside a private equity-backed environment. You’ll also hear practical insights on: The real roles of marketing vs sales in B2B GTM Why alignment creates faster growth and higher profitability How buyers do 75%+ of research before talking to sales How to increase win rates by de-risking “fear of messing up” (The Jolt Effect) Why clean CRM data is a growth lever (not a “nice-to-have”) Using NPS the right way to improve retention and expansion Where AI is working at scale (content + speed of follow-up) vs where it fails (strategy) What PE firms care about: MOIC, value creation plans, EBITDA expansion, speed & outcomes If you’re a B2B marketing leader, sales leader, GTM operator, RevOps leader, founder, or PE portfolio exec, this conversation is packed with frameworks you can apply immediately.